Young Australians Survey

‘Pester power’ is alive and well

Kids these days are an extremely influential group. Not only do they spend their own money but they influence their parents’ purchasing decisions across a range of household products.

As this influence grows, the market has become more competitive.

In 2004, Roy Morgan Research recognised the industry need for research measuring kids’ behaviour, attitudes and media consumption, and developed a nationwide survey of young Australians aged 6 to 13 years.

The Young Australians Survey is the largest continuous survey of this important market, with children recruited from households of existing Roy Morgan Single Source respondents. Approximately 2,500 children are surveyed annually.

Reports are released every six months, enabling savvy marketers to stay abreast of kids’ trends and preferences.

The survey analyses kids’ habits and attitudes by Age and Gender, including:

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